EFFECTS OF ADVERTISING EFFECTIVENESS AND STRUCTURES OF TECHNOLOGY ACCEPTANCE MODEL ON INTERNET BANKING ADOPTION - CASE STUDY: EN BANK CUSTOMERS IN KHUZESTAN PROVINCE, IRAN
Abstract
Main purpose of this study was measuring direct and indirect effects of some external variables (Advertising effectiveness) and structures of technology acceptance model and determining the contribution of each of these variables in predicting internet banking adoption. Method of this study was quantitative research approach and it was conducted using a survey technique. The data collecting tool was questionnaire and the sample consisted of 384 customers of EN BANK in Khuzestan Province which were selected randomly. Based on the results, the coefficient of determination is 0.65; it means that 65 percent of the dependent variables changes are explained by the independent variables. T-value for perceived usefulness, perceived ease of use, attitude, behavioral intention, and advertising effectiveness showed that the null hypotheses are rejected and these relationships are significant in the model. The relationship of these variables with internet banking adoption is positive and direct. Finally, the research model was tested using path analysis.
Article visualizations:
Keywords
Full Text:
PDFReferences
Abdolvand, M. and Abdolazimi, H. (2011). Investigation of the affecting factors of internet banking adoption from integration of the model of technology adoption with perceived risk by the consumer. Journal of Marketing Management, 4(15), pp. 19-37.
Aboelmaged, m., (2010). ”Predicting e-procurement adoption in a developing country: an
Abu-Assi, H. (2014). "Determinants of Internet Banking Adoption in Jordan International", Journal of Business and Management; Vol. 9, No. 12; 2014
Ajzen, I. & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall
Ali Raza, S and Hanif, N. (2011)." Factors affecting internet banking adoption among internal and external customers: a case of Pakistan", MPRA Paper No. 39314, posted 8. June 2012 00:27 UTC
Avaleh, P.P. (2005). Executive decisions about adoption of information technology in small businesses: Theory and empirical test. Information Systems Research, 8(2), 171-195
Bandura, A. (2002). Growing primacy of human agency in adaptation and change in the electronic era [Electronic version]. European Psychologist, 7(1), 2-16.
Braner, S. and Komar, M. (2000). "Evaluating Advertising Effectiveness: The Case Study of Moldovan Bank Advertising Campaign", Thesis of M.A., Supervisor: Andrzej Baniak, Central European University, Department of Economics
Chung, J., Park, N., Wang, H., Fulk, J., McLaughlin, M., (2010). “Age differences in perception of online community participation among non-users: An extension of the Technology Acceptance Model
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. [Electronic version]. MIS Quarterly, 13(3), 319-341.
Dehghan, A. (2011). Presenting a model according to TAM and TPB to internet banking adoption in Iran. Essays of sixth national conference of Business and Electronic Economy.
Doaee, H. and Kamali, T. (2008). Investigation of the factors of internet banking adoption. Journal of Bank and Economy, No. 93.
Dovas, D. A. (2002). Surveys on social researches, translated by Naee, H. Ney publications: Tehran.
Empirical integration of technology acceptance model and theory of planned behaviour”, Industrial Management & Data Systems Vol. 110 No. 3, pp. 392-414
Ghoushchi (2011). Affecting factors in internet banking adoption by the customers of Toseeye Saderat Bank. M.A. thesis in Business Management. University of Tarbiyat Modares.
Giannakoudi, S. (1999). Internet banking: The digital voyage of banking and money in cyberspace. [Electronic version]. Information & Communications Technology Law, 8(3), 1-40.
Guavali, L. (2008). "Mobile Computing Acceptance Factors in the Healthcare Industry: A Structural Equation Model". International Journal of Medicine Informatics, 76, 67-77.
Heidariye, A. (2013). Simulation of the model of technology adoption in Iran Banking with dynamics approach. Journal of Technology Development Management, No.1, p.67.
Insurance Products: A Developing-Country Case, The Journal of Risk Finance, Vol. 10, No. 3, PP: 210-227
Joseph, M., & Stone, G. (2003). "An empirical evaluation of US bank customer perceptions: The impact of new technology on service delivery in the banking sector". International Journal of Retail and Distribution Management, 31( 4), 190-202.
Kargankar, S.A. and Valin, A. O (2002)."The Effects of Advertising Media on Sales of
Kolodinsky, J.M., Hogarth, J.M., & Hilgert, M.A. (2004). The adoption of electronic banking by US customers. [Electronic version]. International Journal of Bank Marketing, 22(4/5), 238-276.
Lotz, T. (1985), "Advertising Effects and Effectiveness, European", Journal of Marketing, Volume 27, NO. 10.
Mahta, J. and et al. (2001), Effective Advertising: Understanding When, How, and Why Advertising Works, Sage Publications, inc.
McKechnie, S., Winklhofer, H., Ennew, H., (2006). “Applying the technology acceptance model to the online retailing of financial services”, International Journal of Retail & Distribution Management Vol. 34 No. 4/5, pp. 388-410.
Pan, S., Jordan-Marsh, M., (2010). “Internet use intention and adoption among Chinese older adults: From the expanded technology acceptance model perspective”, Computers in Human Behavior 26, pp.1111–1119.
Rastegar, A. and Agha Mohammadi, Z. 92011). Investigation of the affecting factors on internet banking adoption. Journal of Business Management, 3(10), pp. 93-114.
Santouridis, I. & Kyritsi, M. (2014) “Investigating the Determinants of Internet Banking Adoption in Greece”. Procedia Economics and Finance 9. pp 501 – 510
Taghavifard, M. and Torabi, M. (2010). Affecting factors on using mobile banking services by the customers and their ranking. Journal of Business Management Researches, 2(3), p.136.
Technology Acceptance Model, Computers in Human Behavior 26, pp.1674–1684.
Venkatesh, V., Morris, M.G., & Davis, G.B. (2003). User acceptance of information technology: Toward a unified view. [Electronic version]. MIS Quarterly, 27(30, 425.
Wang, Y-S. Wang, Y-M, Lin H-H, & Tang, T-I. (2003). Determinants of user acceptance of internet banking: An empirical study. [Electronic Version]. International Journal of Service Industry Management, 14(5), 501-520.
DOI: http://dx.doi.org/10.46827/ejmms.v0i0.366
Refbacks
- There are currently no refbacks.
Copyright (c) 2018 Hani Sharifat
This work is licensed under a Creative Commons Attribution 4.0 International License.
The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.
Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing Group. All rights reserved.
This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.
